The children and grandchildren of baby boomers have developed a more favorable evaluation of the military, leading them to be more willing to serve in the military. This evaluation could also be referred to as a(n)
a. affect
b. counter judgment.
c. cognitive dissonance particle.
d. attitude
e. view.
Question 2Frequency marketing, relationship marketing, and service guarantees are all examples of what type of programs?
a. Services marketing
b. Defection management
c. Conquest marketing
d. Customer retention
Question 3A marketing _________ is one way of visually presenting relevant marketing information to a manager.
a. guide
b. book
c. control panel
d. dashboard
e. display
Question 4A(n) ____ is an overall evaluation that expresses how much we like or dislike an object, issue, person, or action.
a. personality
b. belief
c. cognition
d. attitude
e. view
Question 5Which of the following is a benefit of customer retention?
a. New purchases.
b. It costs 3 to 5 times less to keep a customer than to get a new one.
c. Existing customers are not willing to pay more for a firm's service.
d. Leads to negative referrals.
Question 6What is the primary difference between a Marketing Information System (MIS) and a Decisions Support System
(DSS)?
a. Ease of use.
b. Cost of implementation.
c. A DSS uses software that allows managers to more fully utilize available information to assist in makingdecisions.
d. The ability to produce standardized reports.
e. Access to information in a corporate database.
Question 7According to the TORA model, normative factors are NOT likely to affect the attitude-behavior relationship.
Indicate whether the statement is true or false
Question 8________ is a key strategy in today's leading-edge service firms and reflects a more futuristic outlook than does the concept of customer satisfaction.
a. Frequency marketing
b. Conquest marketing
c. Customer retention
d. Relationship marketing
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